A brand, like beauty, is in the eye of the beholder
As reported in the May 2009 issue of the digital marketing magazine, OMMA, another brand has discovered that it is not about them, but about us. The story is about Scotts Miracle-Gro, a company of many brands and, until recently, many web destinations.
In seeking to quiet the confusion and drive greater customer loyalty, the decision was made to put the customer out front, not the companied. This created a more cohesive and useful presentation. Instead of each brand making its own promise, the company presented its brands in the context of the customer.
The insight is not new, but the discipline required deserves applause. It is more proof that the debate between “the customer is always right” and “the customer can have any color car as long as it is black” is settled.